The Importance of a Good Crisis Communications Plan

Why is it that sometimes the most important things in life get the least amount of our attention? For example, a fire in your home would be a terrifying situation and getting out is a life-or-death decision. Several times a year kids in elementary school learn how to quickly and safely evacuate the building in case of a fire, but when was the last time you practiced the same at home – where they spend a majority of their day? I know you think you can do it, but can your kids do it when the house is completely dark and filled with smoke?

Unfortunately, I have seen the same with businesses when it comes to Crisis Communications. Almost all businesses have a plan. (It sure does look important in its fancy binder up on the shelf.) I bet your company has one. Haven’t seen it? Don’t worry. Very few people do. The Crisis Communication Plan is often a project on an annual audit checklist that someone had to begrudgingly put together. However, it is rarely, if ever read or practiced in real life. Why is that?

Without proper planning, design, and most importantly, practice, your Crisis Communications Plan is about as useless as a screen door on a submarine.

Over the past week alone, I have seen countless examples of poor, if not downright horrible, crisis communications. I won’t put them on blast here, but it boggles my mind how little attention businesses and organizations pay to crisis preparation and communication. Unfortunately, by the time they realize they needed a plan, it is too late.

Companies and organizations can no longer hope that no one notices their crisis. Long gone are the days when you could bury a story or hope that no one saw a negative event at your business. Now, every single person at your business is a “reporter.” Don’t think so? Have an incident and see how quickly it appears on social media. Back when I first started in the public relations world, we had time between any crisis and the next news broadcast. Now, negative stories are posted on social media and reach hundreds to thousands of people in less than a minute. People who are most likely your customers. So, not only do you need a good Crisis Communications Plan that is practiced, but you need to be able to execute it immediately, or you are playing catch up and trying to deflect false information.

How can I help? I have given numerous presentations on my experience handling Crisis Communications and why a strategically designed and practiced plan is the only way to go. If you would like to chat or just have a question, please feel free to comment below, call, text, or email me. Contacting me or anyone after the crisis hits is too late.